Modern marketing requires a new mindset — agile, data-driven, innovative and social. The days of traditional billboards and radio spots for brand marketing are gone. Consumer expectations have become more sophisticated and are continuously evolving. Yet, some marketing teams are struggling to keep up. Instead, teams are stuck in a quicksand of marketing mistakes, unable to respond quick enough to the demands of consumers who want a better experience right now, not later. So, what’s the solution? By avoiding these six blunders and using a little creativity, your brand can engage and get more customers, which means more money for your business.
Mistake #1: You have no clear system in place to capture quality leads.
The Fix: Implement effective lead generation tactics into your digital marketing strategy to optimize results. If you’re just sitting around waiting for leads to pour in without having a system in place, you’re overestimating the clout your brand has. As a startup or small business, you have to establish a solid method for pulling in quality leads. Create a titillating offer to prospects by giving away a free ebook or a trial-run of your newest product. Consistently run these types of offers through ads on social media (the most cost effective), speaking engagements at conferences or trade shows, and strategic partnerships with experts and influeancers in your industry. What about hosting a free live webinar filled with useful tips that solve a problem for your target audience? Test different channels and measure results. Remember, no one will give up their contact information without getting something in return. Entice them with a gift they won’t pass up.
Lead nurturing is like dating. Love at first sight is a myth reserved for Disney movies and the Hallmark Channel. In the real world, most people don’t get married on the first date. If they do, it’s usually a disaster.
Mistake #2: You fail to follow up with leads after that initial contact.
The Fix: Regularly engage with your audience, particularly leads that come through your lead generation programs by downloading your free white paper, ebook, or guide. They may not be ready to purchase your product right now but when the need arises you want your brand to be the first thought that comes to mind. How do you accomplish this? Set-up a regular stream of emails to your leads in which your brand is providing valuable information. In order to nurture a relationship, your brand has to build trust and that takes time. Oftentimes, the first contact with a lead won’t result in an immediate purchase but it could in the future. Do you really want to close the door on that possibility? Follow up with prospects that download your offer and nurture that relationship with the goal of earning their business when they are ready. This can’t be rushed. Lead nurturing is like dating. Love at first sight is a myth reserved for Disney movies and the Hallmark Channel. In the real world, most people don’t get married on the first date. If they do, it’s usually a disaster. So, be helpful and provide value to your prospects beyond what you sell. Give it time and reap the rewards of that patience.Mistake #3: Your marketing lacks captivating design and visuals.
The Fix: Invest in compelling graphics, videos and photos. Make your content more interactive by adding a video, animation, quiz or poll in your blog posts and white papers to attract and keep readers’ attention. Humans are visuals creatures. A block of text won’t grab or hold their attention but a stunning infographic or animation will do the job. Make your marketing standout like here. Another important point to keep in mind, is relevance. Make sure your pictures and visuals are relevant to the text. Random stock images or photos pulled from Google won’t do your brand any favors. Don’t have the graphic design chops to make it work? Use tools like Canva, Crello or better yet learn the basics of graphic design including typography through online courses at LinkedIn Learning or accelerated courses at General Assembly. Leverage the power of visual design to market your brand better and drive performance.Mistake #4: You allow the automation functions in your CRM platform to collect dust.
The Fix: Set up email automation workflows to regularly engage with your customers and leads. If you’re just starting out, focus on three types of email workflows: nurture, welcome and topic specific. When a user takes an action on your website, social media page, or online ad this should trigger a series of emails that does one of the following: introduces your brand, nurtures an existing relationship, or satisfies a specific content need. Don’t over-complicate the process for your business. Start small then gradually add other email workflows into the mix.
Numbers don’t lie. If your campaigns are being measured and generating results that can be quantified, you have a better chance of increasing growth for your business.
Mistake #5: You do not use data to inform your marketing efforts.
The Fix: Learn to use data to drive your campaigns and measure performance. Data tells you what you are doing right and what needs to improve in your marketing. Successful marketing campaigns don’t run on “hunches” or “best guesses.” They are driven by data. Use it as fuel for your strategy and proof of success. If your data is accurate, you can leverage it in support of increased funding for marketing projects. Numbers don’t lie. If your campaigns are being measured and generating results that can be quantified, you have a better chance of increasing growth for your business.Mistake #6: You allow your database of contacts to go dormant.
The Fix: Create a personalized customer experience by segmenting your database into relevant target groups. Tailor your messaging to resonate with each group. You may consider this time consuming but it’s worth the effort. Also, if you’re regularly communicating with each group, it makes it easier to keep your database clean of inactive contacts. This way you know who is engaging with your content and who is not. You can make adjustments based on that information. Regularly pruning your database of both inactive and anonymous contacts is part of that process. Bad information left to languish in your database can poison your marketing results by diminishing open-rates and killing A/B testing. If you send test emails to spam contacts or email addresses that haven’t been used in years, your results will not be accurate. There is no way to spin it. When your database is a mess, you will have no idea what works with your contacts and what does not.
Ready to change your mindset and propel your marketing campaigns to new heights? Let’s chat.